Reckitt Benckiser: Durex Jeans

Durex, a condom brand, convinced India's youngsters to make their first sexual experience enjoyable and safe with innovations that made condoms inconspicuous to buy and carry.

Agency: Havas Worldwide India Pvt. Ltd.

Objectives

Given the above challenges, Durex had its objectives cut out into three broad tasks:

  • Durex Had To Grow
  • Get people to buy Durex and excite trade to achieve off-take growth in value sales by 35%
  • Get the Market Share - achieve share gain of 50 basis points (bps). [Category Benchmark for share gain: 20-30 bps]

Strategy

We began by asking Why Indians are embarrassed to buy condoms. The Agency conducted depth interviews of the audience around their sexual wellness practices - specifically around the purchase of condoms. Mapping that to the findings...

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